关系营销的动态组合模型

A Dynamic Model of Relationship Marketing Mix

在“关系市场与关系营销组合模型”的基础上,针对该模型未解决的问题,建立“关系营销的动态组合模型”。此模型以企业的关系营销行为及其与营销对象的互动为核心变量,以企业的营销理念、企业关系营销的任务、资源状况和内外部环境为前因,以企业与营销对象的关系水平和企业效益为后果。它不仅能够增强关系营销的可操作性,使企业的关系营销成为可以设计和策划的,而且为更深入地研究关系营销提供理论框架。

Based on the ＂model of relational market and relationship marketing mix＂ and its unsettled problems, this paper proposes ＂a dynamic model of relationship marketing mix＂. In the model, the core variables are a finn＇s relationship marketing behaviors and its interactions with marketing target, the causes are the finn＇s marketing orientation and the tasks, resources, both internal and external environments of relationship marketing, and the effects are the finn＇s relation strength with the marketing target and the performance of the finn. The model not only makes relationship marketing more operational, easy for a finn to design and plan a relationship marketing program, but also provides researchers with a theoretical framework for further studies on the topic.